How ECOVACS is turning chores into a helping hand for caregivers

ECOVACS Robotics is rolling out its “Created for ease” brand platform across APAC, localising it with a new campaign tagline, “Always in your corner”, as it looks to connect more deeply with regional audiences.

The campaign builds on ECOVACS’ global positioning around ease, reframing it for APAC consumers as not just physical convenience, but mental relief. The brand said it aims to reduce everyday burdens by offering technology that works quietly in the background, allowing users to focus on more meaningful priorities.

At the centre of the campaign is a focus on caregivers, particularly those in the “sandwich generation” who balance work commitments with caring for both children and ageing parents. ECOVACS positions its home service robotics ecosystem as a support system for these individuals, helping to ease household responsibilities.

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As part of the initiative, the brand has partnered with Elijah, a special needs artist behind the Instagram account @Eli_lailai, to design exclusive merchandise. The collaboration was facilitated by SG Enable through its i’mable Collective, which supports persons with disabilities in the creative sector.

The campaign also highlights ECOVACS’ product ecosystem, including its DEEBOT robotic vacuum cleaners and WINBOT window cleaning robots. The company said its technologies, such as OMNI station and OZMO roller, are designed to deliver efficient, low-effort cleaning across different home environments.

The “Always in your corner” push will be activated across multiple APAC markets, including Singapore, Australia, Vietnam, India, Thailand, Malaysia and Indonesia, through a mix of local partnerships, storytelling and community engagement efforts.

The move comes as ECOVACS looks to strengthen its positioning in the service robotics space, with its broader “Robotics for all” mission focused on making intelligent home technologies more accessible. The company currently serves more than 38 million households across nearly 180 markets worldwide.

This regional campaign builds on ECOVACS’ global brand narrative, first unveiled in January through the “ECOVACS, created for ease” film in partnership with Monks. The video emphasised the brand’s commitment to easing household tasks while humanising innovation, and marked the start of a strategic partnership with BSH Home Appliances Group to jointly develop intelligent floor cleaning solutions, aiming to set new standards in smart home appliances.

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